Botswana targets P2bn return from ITB Berlin
Boniface Keakabetse | Thursday May 4, 2017 18:00
Officially opening the Hospitality and Tourism Association of Botswana (HATAB) conference recently, Vice President Mokgweetsi Masisi said the rise in tourism from all over the world will translate into foreign exchange earnings estimated to be over US$200 million (P2 billion).
Botswana spent over P20 million to participate at the ITB Berlin as the 2017 official partner.
Masisi explained that the arrivals will be a result of a partnership with ITB Berlin to market Botswana as a destination. He explained that through the partnership, Botswana gained exposure across five continents, 187 countries and 20,000 visitors.
“The investment made into these is expected to yield high benefits for many of our tourism related businesses.”
Masisi called on the private sector to invest in capital-intensive projects, including infrastructure, engaging in joint ventures to capacitate citizens, training, tourism, thereby creating additional employment opportunities. These, he said, include investing in marginalised geographical areas and ensuring that standards are maintained to best international practices.
He stated that investment opportunities in the hospitality and tourism sector will put Botswana in a good position to host international conferences and events, thus growing the sector by tapping into new markets.
Masisi buttressed the need for closer coordination between the tourism sector, Brand Botswana and the relevant line ministries to collectively project a favourable image of Botswana to the outside world.
“HATAB should work with the relevant institutions to develop a robust programme to mobilise members to adopt approaches that cater for various tourism products and activities. This would ensure that both investors and communities derive benefits in our continued efforts to expand the tourism sector and make it more inclusive,” Masisi said.
The theme for the conference was: ‘The role of the tourism sector in expanding economic opportunity in Botswana’.
Giving a keynote address at the conference, former chief quality assurance for the Tourism Grading Council of South Africa, Thembekile Kunene advised HATAB members that the commitment to quality of service is key if Botswana is to attract a bigger slice of the growing global tourism.
Kunene explained that to achieve more quantity the country should transform itself to be a destination of quality service. While explaining that Africa’s share in the global tourism constitutes just a mere five percent of the entire global arrivals, Kunene said it is not all gloom but through better planning African destinations like Botswana can position themselves better to achieve increases in arrivals.
In fact, Kunene said the opportunity is there for the taking for African countries that want it. She added that for Botswana to become a favoured destination it needs to ensure that all the operators are aligned; marketing and growth strategies and plans are in place and a conviction that potential tourists are ‘called to action’ by what the country offers.
Kunene praised the formation of HATAB observing that it exists to promote, encourage and police excellence in the hospitality and tourism sectors of Botswana.
She further observed that as an umbrella representing all industry sectors, the organisation is tasked with ensuring high standards of service for the industry.
However, driving her point home, Kunene asked: “how effective are your marketing initiatives, is your research effective?
Further she advised that there is a need for coordination of governmental departments to build a positive image of the country as a best destination.
She said services such as flights, accommodation, and taxi service and conference need to be of the best service.